Tag Archives: Google Analytics

Key Performance Indicators, Goals & Actionable Next Steps

arrowsAt InMarketSuccess we specialize in analyzing the data that really matters to your business. To help evaluate success we define KPIs (Key Performance Indicators). Since each business has their own objectives or goals KPIs are often unique. The broad spectrum of data we can get from Google Analytics has it’s purpose but to really leave with an actionable next step unique KPIs are a MUST for every business.

It”s important to define specific KPIs for your own business. Looking at a website and deciding how to help increase orders, or improve conversion rates can be an overwhelming task. We have a more outlined approach starting with a KPI.

To keep it broad lets look at Conversion Rate as a KPI.  We often get asked: “What is an average conversion rate?”… there isn’t a great answer because it can vary so much from business to business and product to product. The better question is what is MY average conversion rate for the last month, last quarter, last year and what is it now. Compare Apples to Apples with the goal of improving your conversion rate over time. An even better question is “what am I doing to affect my conversion rate?”

When we talk about conversion rate it doesn’t need to apply only to an E-Commerce site. Most analytics programs can track form submissions, request for more info, webinar signup, banner clicks etc. So the objective here is to understand what level conversions rates are at and how they can be improved. We have a KPI or goal then we can create smaller objectives to help reach that goal. So here is how we’d outline it at InMarketSuccess–>

  • KPI: Conversion Rate (Look at last 12 months, monitor monthly)
    • Smaller Objectives to Affect the KPI:
        Setup a goal in the checkout process to identify where users drop off

      • A/B Test the product page
      • Offer different payment options
      • Test Sales Copy
      • Segment traffic in analytics to identify conversion potential for segments of customers (organic, paid, social mobile, new, returning etc)
      • Segment keywords by conversion potential

These are some general ideas. It is a basic concept but very helpful to get the most out of your analytics. The approach above could apply to any KPI for any business. Start with a KPI, measure it and then define smaller steps to help affect that KPI. This is our approach at InMarketSuccess to help us define actionable next steps.

5 Google Analytics Productivity Tips & Shortcuts

The amount of data available within Google Analytics is amazing.  It’s not uncommon to spend an hour or two digging around in your Google Analytics reporting and then leaving scratching your head, with no clear action items or next steps. Data overload! While it can be fun to poke around and dig into the depths of your website data, time is money. Less time analyzing analytics can result in more time to improve your website.

Here are 5 tips to help Optimize your Google Analytics Analysis:

1) Search (Hey it’s what Google Does Best, Right?). Google Analytics keeps improving. This time next year we may not be able recognize  the Google Analytics interface. Over the years I’ve relied heavily on the Google Analytics navigation to find a report, which requires several levels of clicking and sometimes stumbling around. On the upper left corner of Google Analytics you can type in the name of a report and the user friendly interface will make several suggestions which really speeds up the process. I think this search field is often overlooked.

To quickly access the search- simply press the [S] key while on any Google Analytics Page.

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2) Customize Your Dashboard.  Once you dig in and find that amazing report that you know you will want to use again and again… Add the report to your dashboard. Then drag and drop to organize your dashboard to your preferences.  Bonus tip.. Google recently announced that you will be able to share your Google Analytics Dashboard.

3) Create Shortcuts. Shortcuts allow you to produce important reports with a single click. Shortcuts save your settings so you don’t have to configure a new report each time you open it. Any setting you apply to a report stays applied in a shortcut until you manually change the settings. To create  shortcuts, go to the Shortcuts menu under the Home tab of your dashboard

4) Keyboard Shortcuts. This little known feature can really speed things up. Over the years I have manually tweaked the date field countless times. With a simple keyboard shortcut you can change the date range. Press “d” and then “y” to change the date to yesterday… press “d” then “m” to set the range to last month. There are many other keyword shortcuts that take a second to learn but can save a great deal of time over the long run. Press [shift]+[?] to view a list of all of the keyboard shortcuts available.

5) Browser Bookmarks.  Sometimes its nice to open a few tabs in your browser to view various reports side by side or to tab between. Create a bookmark folder like “Google Analytics Reports”.. then bookmark the reports you use most often. In most browsers you can chose to open all pages within a bookmark folder at one time(Firefox> Open All in Tabs). By doing so, you could open up several reports at one time, all in separate tabs, instantly.

Do you have any Google Analytics tips or shortcuts? Leave a comment!